Abercrombie & Fitch Essay

1007 words - 5 pages

Abercrombie & Fitch

In America today, there are many different clothing stores. There are stores setting images for all ages, and styles. The majority of the upper-class stores are setting the American image for the young adult population. Many of the advertisements for these stores are somewhat similar. I have spent the last year and a half working in a clothing store called, “Abercrombie and Fitch”. Seeing this store change and grow with its image of vintage American clothing, I have found many rhetorical issues. Within this essay I will be discussing the many rhetorical issues of the clothing company “Abercrombie and Fitch”.

Abercrombie and Fitch, a clothing company, ...view middle of the document...

Whether the activities are, guys hanging out playing ball, or simply, the portrayal of the youth having fun. Another notorious scene found on these bags and posters, is a picture of the romantic couple of the season, catching a moment with each other. Abercrombie is setting the American image of beautiful people enjoying life while instating the desire for the youth to fit these ideal scenes. These are all examples of how Abercrombie and Fitch strategically advertise their clothing line, for the specific season. This is the first example of a pathos rhetorical issue that is used by the A&F Company. The second issue of pathos is one that most people don’t agree with. A&F uses the most beautiful people they can find to model their clothing. Therefore, the selection of models is not simply any beautiful person, the people who are chosen to model these clothes need to have the certain “Abercrombie” image. The “Abercrombie” image can be described as, the ideal American “clear-cut” young adult. The young woman has to be almost bone thin, and have an all- natural look. No make- up, polish, or piercing. The men on the other hand, have a different image. They have to be beautiful looking men. The men are required to have big muscles, good facial structure, and a real “preppy” look. One example of logos is that Abercrombie uses beautiful people to set their image and sell their product. The young women wear the clothes in comfortable, but sexual attire. For the men there are two ways that the clothes are worn. Either the men wear as many layers as possible or almost nothing at all. Too many people, whether it is parents, teens, or adults these images are sometimes looked at from a negative perspective. These people, who disagree with the advertisements, think that A&F sets wrong images for the American youth today. Meaning that not all young adults, resemble, or will ever look like the...

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